Feel It For Yourself

Agency: The Local Collective


Artist Project Launches with World’s First QR Code Made from Words

The innovative campaign for the Toronto art fair was crafted by creative agency The Local Collective

The world’s first QR code composed entirely of words has been created by Canadian creative agency The Local Collective, in support of Toronto’s Artist Project.

The art fair, which runs from April 13-16, allows over 250 independent artists to engage with audiences in a stimulating environment designed to ignite enriching conversations and connections.

Standing as unique art pieces, the QR codes reflect the varied reactions expressed by people when evaluating art. The codes then redirect the audience to specific artists, ticket purchases, or various support initiatives.

Artist Project approached The Local Collective with the desire to present the event in a new light, reinvigorating it with a fresh identity that excites culture lovers to come out and experience art. The Local Collective decided on using digital language to craft the campaign, reflecting its breakthrough as a key tool for engaging in two-way conversations with an audience, a natural messaging accent rather than an added distraction.

Domniţa Poştea, Senior Director of Marketing Consumer Shows of Informa Connect, comments: “We love working with The Local Collective. Their clear approach to strategy and planning has made an amazing difference, specifically through their proven ability to work with their clients to really grasp the heart of the brand, and manage large client teams with varying opinions towards consensus.

Once the strategy was agreed they surprised us with a concept that pushed us in a direction that was a new approach not just for our brand but very modern for art shows. Immediately, we are already seeing proof that the approach is working, not just through ticket sales but also through the widespread use of the assets we made available to our exhibitors and partners.”

The campaign comprises digital and social assets, as well as OOH and print.

Omar Morson, Creative Director, Head of Design of The Local Collective, comments: “Functionality was a critical element in allowing art and technology to come together on this project. With QR codes typically being auto-generated, the teams had to carefully handcraft each one until it struck the balance between readability by people and scanners. This campaign is a great example of the work The Local Collective creates. We will always jump at the chance to work with brands who impact and contribute to arts and culture - how special it is to have the chance to be inspired by our clients.”

This professional campaign titled 'Feel It For Yourself' was published in Canada in April, 2023. It was created by ad agency: The Local Collective. This Design, OOH Outdoor, and Print media campaign contains 6 media assets. It was submitted over 1 year ago by Founder, President: Kaitlin Doherty of The Local Collective.


Advertising Agency: The Local Collective
Founder, Chief Creative Officer: Matt Litzinger
Founder, President: Kaitlin Doherty
Creative Director, Head of Design: Omar Morson
VP, Client Services: Laura Noseworthy


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